Abstract

Michael Jordan is widely acclaimed as the greatest athlete who ever lived. The announcement of his retirement in January 1999 unleashed an unparalleled hyperbole of adjectives describing his superlative athletic accomplishments. Yet his continuing media presence and adulation after his retirement confirmed that Jordan is one of the most popular and widely known sports icons throughout the world. In China, the Beijing Morning Post ran a front paged article titled "Flying Man Jordan is Coming Back to Earth" and in Bosnia Jordan 's statement declaring his retirement was the lead story on the evening television news, pushing aside the war in Kosovo.[1] An icon of the global popular, Jordan is "a kind of new world prince," in the words of Pulitzer Prizewinning author David Halberstam, who recently published a biography of the basketball legend : "You hear time and again about people being in Borneo or somewhere and coming across a kid in a tattered Michael Jordan T-shirt. He's the most famous American in the world."